Exclusive: Heinemann team transforms ÍSLAND Duty Free stores at Keflavík Airport

ICELAND. Around 80 colleagues from several Gebr. Heinemann locations across Europe flew to Keflavík in early May to support a fast-paced transformation of the new ÍSLAND Duty Free stores at Keflavík International Airport.

“Seeing colleagues from different countries and backgrounds come together so seamlessly shows what Heinemann is all about: unity, passion and the courage to shape something new” – Iceland Duty Free Interim Managing Director Frank Hansen 

They worked alongside new teammates from Fríhöfnin – now proud members of the Heinemann family – to redesign the departures, arrivals and gate duty-free shops in just one night (6 May). Fríhöfnin was the company established by airport operator Isavia which previously ran the duty-free stores at the airport.

As reported, earlier this year Isavia awarded the Keflavík Airport duty-free contract to Gebr. Heinemann, the first time the airport’s duty-free business was entrusted to an external company. The decision to potentially outsource duty-free was exclusively revealed by Isavia to The Moodie Davitt Report back in 2023.

Watch the overnight transformation the stores by clicking on the YouTube link below.

With the launch of the new ÍSLAND Duty Free brand, the product assortment has been updated and expanded, with a strong focus placed on Icelandic brands. Gebr. Heinemann said it is committed to ensuring at least 30% of the products offered are of Icelandic origin.

“And of course we are open to collaborate with further Icelandic brands,” the company told us.

In addition, numerous global brands have been introduced by Gebr. Heinemann under the ‘New to Iceland’ label.

“The new brand ÍSLAND Duty Free echoes the nature of the Icelandic people; bold, free-spirited and always original,” the travel retailer noted. “Rooted in the idea of moving forms, the brand is inspired by Iceland’s ever-shifting landscape: shapes flow, points collide and experience awaits.”

Gebr. Heinemann’s Iceland Duty Free Interim Managing Director Frank Hansen told The Moodie Davitt Report: “It is another proud moment to be a part of the Heinemann family. This is the beginning of a great project, and what a powerful beginning it is. I’m deeply impressed by the energy, professionalism and camaraderie shown during this night.

“Seeing colleagues from different countries and backgrounds come together so seamlessly shows what Heinemann is all about: unity, passion, and the courage to shape something new. With our combined forces, we’re not just opening new stores – we’re setting new standards in travel retail. I’m excited for everything that lies ahead.”

The full redesign of the ÍSLAND Duty Free stores will be completed next year.